Facebook has been experimenting with e-commerce on the site, allowing users to purchase items from a variety of sources including Brookstone, Baby Gap, Dean & Deluca, Fab, iTunes, Starbucks, and many others. With the site already collecting data on birthdays and anniversaries of all its users, it’s not hard to see how gifts are well-suited for the company’s business model. And Ryan Kim wrote why it’s in Facebook’s best interest to see it succeed:

“Gifts represents a big commerce opportunity for Facebook. Since it knows a lot about what’s happening within your social network, it can push users to make targeted purchases throughout the year. Also, getting people to buy even one product allows Facebook to get a credit card on file, which could turn out to be important if Facebook builds out its own payment system.”